Martin Pahl
Consultant
Experience
Dec 2020 - Apr 2024
3 years 5 monthsConsultant
AMS-Gruppe
- Support for website relaunch (SEO, SEA)
- Conception and management of all performance marketing measures
- SEO (technical, content & active link building)
- SEA (management and implementation of Google Ads and LinkedIn Ads campaigns)
- Conception & management of content marketing, UX optimization, conversion maximization for B2B
- Creation of landing pages (WordPress)
- Setup and regular analysis of Google Analytics
- Setup of tracking for all channels (performance marketing, email marketing, offline measures)
Feb 2018 - Dec 2022
4 years 11 months Braunschweig, Germany
Product digitization, SEO, SEA, SEM, content and UX optimization for Volkswagen Financial Services, Volkswagen, Audi, Skoda,
Volkswagen Financial Services
- Setup, management and optimization of cross-channel campaigns
- Management of performance marketing budgets for the European market
- Requirements management for product management and web development teams
- Monitoring of all key KPIs for SEO, SEA, SEM
- Web analytics tracking via Adobe Tag Manager
- Optimization of content, UX, performance, Google Ads
- Independent creation of landing pages and content pages via Adobe Experience Cloud
- Setup of interactive website features together with the responsible developers
- Organization & execution of UX tests
- Creation of web analytics dashboards in Adobe Analytics
- Support for the website relaunches of vw.de and skoda.de
- Support for the production of product explainer videos
- Management of online marketing agencies
Sep 2016 - Sep 2017
1 year 1 month Berlin, Germany
SEO for the portals
HRS - Hotel Reservation Service
- Introduction of the Searchmetrics Business Suite (as beta tester of the new Content Suite)
- Monitoring of all essential SEO KPIs
- Creation of a comprehensive and scalable keyword set as the basis for monitoring, reporting and testing for relaunches
- Creation of weekly and monthly reports including analysis and recommendation of actions
- Monitoring, tracking and optimization of all technical SEO factors including implementation of all necessary measures together with developers
- Conception, preparation, execution (testing and bug fixing) of the relaunch of hotel.de and hotel.info (international, 7 languages): platform switch, writing developer guides, project support via Kanban and JIRA, domain switches, URL redirection management
- Development of a concept to optimize the internal linking structure
- Creation of content concept and content strategy; writing SEO briefs for copywriters
- Independent creation of landing pages in the in-house CMS
Aug 2015 - Apr 2016
9 months Plochingen, Germany
Social media consulting
Decathlon Sportspezialvertriebs GmbH
- Development of a communication strategy for the YouTube channel
- Formulation and implementation of optimization measures for YouTube as a video platform, search engine and social media platform
- Setup and implementation of social media campaigns for YouTube in close coordination with those responsible for Facebook, Twitter, Google Plus
- Monthly reporting including regular meetings with the in-house SEO, social media and marketing departments
Jul 2015 - Oct 2015
4 months Hilden, Germany
Initial setup of international SEO within the newly formed eCommerce department
Qiagen GmbH
- Management of the website relaunch for all required SEO measures
- Initial creation and implementation of an SEO concept
- Setup of a keyword database
- Setup of a content concept for technical content writers
- Conducting SEO training sessions for technical content writers
- Identifying all (technical) optimization potentials and implementing necessary measures in collaboration with the development department
- Management of external service providers/agencies
- Monitoring and reporting of all relevant KPIs (Searchmetrics Suite and Adobe Omniture Suite)
- Creation of landing pages in the Adobe Omniture Suite
- Regular reporting to department management
- Project language: English
Oct 2014 - Aug 2017
2 years 11 months Risch-Rotkreuz, Switzerland
SEO for 6 country online shops of ARP Holding (arp.de; countries: CH, DE, AT, FR, NL, BE)
ARP Holding
- Planning, implementation and controlling of the shop relaunch for all country shops for all relevant SEO tasks
- Monthly reporting
- Controlling of all important SEO KPIs
- Keyword and content optimization (conception, consulting, monitoring and execution)
- On-page optimization (conception, consulting, monitoring)
- Internal and external link management (analysis, conception and monitoring)
- Conceptual development of short-, medium- and long-term SEO strategy concepts including formulation of concrete action instructions for the in-house technical SEO, marketing and technical departments
- Additional tasks: development of a content concept, a (domain) redirect strategy for changing the 7 country domains, a concept for the migration from HTTP to HTTPS for all online shops, a robots.txt concept, a sitemap concept, a concept for developing a mobile-friendly version of the online shops
Sep 2014 - Aug 2017
3 years Neckarsulm, Germany
SEO for 7 country online shops of Bechtle AG (shop.bechtle.de; countries: DE, AT, CH, GB, ES, FR, IT)
Bechtle AG
- Continuous analysis of all key KPIs
- Monthly reporting including weekly meetings with the in-house technical SEO and marketing departments
- On-page optimization (conception, consulting, monitoring)
- Keyword and content optimization (conception, consulting, monitoring and execution)
- Internal and external link management (analysis, conception and monitoring)
- Conceptual development of short-, medium- and long-term SEO strategy concepts including formulation of concrete action instructions for the in-house technical SEO, marketing and technical departments
- Planning, implementation and controlling of the shop relaunch for all country shops for all relevant SEO tasks
- Additional tasks: development of a content concept, a (domain) redirect strategy for changing the 7 country domains, a concept for the migration from HTTP to HTTPS for all online shops, a robots.txt concept, a sitemap concept, a concept for developing a mobile-friendly version of the online shops
Aug 2014 - Aug 2017
3 years 1 month Amsterdam, Netherlands
SEO consulting
Buyitdirect
- SEO KPI monitoring
- Monthly reporting; monthly meetings with the in-house SEO managers
- SEO training and knowledge transfer for the in-house SEO managers
- On-page optimization (conception, consulting, monitoring)
- Keyword and content optimization (conception, consulting, monitoring and execution)
- Internal and external link management (analysis, conception and monitoring)
- Conceptual development of short-, medium- and long-term SEO strategy concepts including formulation of concrete action instructions for the in-house technical SEO, marketing and technical departments
- Additional tasks: development of a concept for the migration from HTTP to HTTPS, a robots.txt concept, a sitemap concept
- Project language: English
Mar 2012 - Oct 2013
1 year 8 months Winterlingen, Germany
E-Commerce consultant and blog marketing specialist
VitaFOLIA
- Web shop optimization, configuration of an interface between web shop and in-house ERP software, blog marketing
- SEO, SEM and SEA:
- Online marketing concept (web analysis, in-house workshops, positioning & strategy, measure definition and implementation, budgeting)
- On-page optimization (meta structure, content structure, design, usability, etc.)
- Off-page optimization including online PR, blog marketing link building, social media, social advertising & SEA (SEA budget < 1,000 EUR)
- Optimization and expansion of organic Google ranking
- Facebook marketing via fan page and Facebook advertising campaigns
- Web controlling via Google Analytics, Google Search Console and Sistrix Toolbox
- Web development:
- Programming and design of the blog [link] based on the WordPress framework
- Custom template design according to the existing shop design from [link]
- Installation and regular maintenance of security features for anti-spam and anti-hacking
- Technical optimization of the web shop [link] based on Magento (including regular software updates, system maintenance, etc.)
- Interface configuration to in-house ERP software
Jan 2011 - Mar 2013
1 year 3 months Wiesbaden, Germany
Consultant for communication strategy, online marketing, and web development (white-label via project agency)
BMW Autohaus Krah & Enders
- White-label service via a project agency for BMW Autohaus Krah & Enders across locations Fulda, Wiesbaden, Mainz, Mainz-Kastel, Maintal, Schlüchtern, Eschwege, Hünfeld, Bad Hersfeld
- Development of communication strategies at the intersection of brand (BMW), dealer (Krah & Enders) and local online marketing for each location in collaboration with marketing and sales departments
- SEO and SEM:
- Conducting one full-day and one half-day workshop with 20 participants from all locations
- Online marketing concept (web analysis, positioning & strategy, measure definition, implementation, budgeting)
- Positioning of the websites [link] and [link] in the top-ten Google SERPs for keywords such as bmw fulda, bmw wiesbaden, etc., even ahead of BMW’s corporate sites
- On-page optimization (meta structure, content structure, design, usability, etc.)
- Off-page optimization including online PR, link building
- Web development:
- Creation of 10 landing pages to optimize Google ranking based on HTML5 and CSS3
- Monitoring:
- Monitoring of the online and offline market with various tools, including Talkwalker and Adobe Marketing Cloud
- Web controlling via Google Analytics, Google Search Console and Sistrix Toolbox
Sep 2011 - Dec 2015
3 years 4 months Munich, Germany
Content marketing online & offline (consulting, implementation and monitoring)
Acxiom Deutschland GmbH
- Creation of press releases and newsletter texts
- Press distribution management
- Content and strategic consulting on positioning and execution of selected marketing campaigns
- Writing specialized technical texts on products and corporate services
- Social media & web monitoring via various tools, including Talkwalker and Adobe Marketing Cloud
Sep 2011 - Sep 2011
1 month Alsfeld, Germany
Web developer and e-commerce consultant
Finnsa GmbH
- Website programming, web shop programming, configuration of an interface between web shop and in-house ERP software, management of the e-commerce portfolio in coordination with marketing and purchasing; complex customer group management via web shop and ERP
- Web development:
- Programming and design of the company website [link] on the Worldsoft CMS framework
- Custom template development based on HTML5 and CSS3
- Programming of the web shop [link] on the xt-Commerce framework
- Custom template development based on HTML5 and CSS3
- Interface configuration to in-house ERP software
- Differentiated and multi-layered customer groups including display of tiered pricing after login
- Web shop support (update service, interface management, plugin implementation, plugin programming, support and training of company personnel)
Jun 2011 - Jun 2014
3 years 1 month Erding, Germany
Web developer and online marketing specialist
Huber Technik GmbH
- Web development, SEO, SEM and SEA
- Web development:
- Programming of the website on the Worldsoft CMS framework
- Development of a custom template based on HTML5 and CSS3
- Responsive/fluid design for optimized display on desktop, tablet and smartphone using media queries
- Integration of full-responsive videos based on HTML5 and CSS3
- Integration of Google Fonts
- Bilingual (German and English)
- SEO, SEM and SEA:
- Online marketing concept (web analysis, multiple in-house workshops, positioning & strategy, measures, budgeting)
- On-page optimization (meta structure, content structure, design, usability, etc.)
- Off-page optimization including online PR, link building & SEA (SEA budget 1,000 EUR; Google Analytics; creation and editing of campaigns with Google Ads Editor)
- Web controlling via Google Analytics, Google Search Console and Sistrix Toolbox
Jan 2010 - Present
14 years 7 months Germany
Member of the internal developer group “LinkedInsiders”
LinkedIn Deutschland
- Member of the internal developer group “LinkedInsiders” at LinkedIn Germany
Jul 2009 - Present
16 years 1 month Alsfeld, Germany
Owner and managing director, consultant for digital transformation & digital revenue growth
internet SELECT UG (haftungsbeschränkt)
- Agency for digitization, web development and communication
- Current projects (capacity: 1 day/week):
- Juweliere Kraemer:
- SEO: concept, technical, content, link building
- Introduction of a professional SEO tool
- Conception and implementation of the content marketing strategy
- Management of UX optimization & conversion maximization B2C
- Creation of landing pages (system: Shopware)
- Support for shop relaunch from Shopware 5 to Shopware 6
- justRelaxed:
- SEO: technical, content, link building
- SEA: conception and implementation of all Google Ads campaigns
- Social media marketing: conception of all social media marketing campaigns (Meta and LinkedIn)
- Email marketing (Klaviyo): conception of all email marketing campaigns
- Content marketing, UX optimization, conversion maximization B2C
- Creation of landing pages (system: Shopify)
- Setup and management of website & performance marketing tracking (Google Analytics and eTracker)
- SAL de IBIZA:
- SEO (technical, content & active link building)
- Introduction of SEO software as a platform for implementing all SEO measures
- SEA (conception and implementation of Google Ads campaigns)
- Conversion maximization, digital revenue growth B2B and B2C
- Creation of landing pages (system: PrestaShop)
- Setup and management of website and email marketing tracking (Google Analytics)
- Selected other project engagements:
- Lin-Riehl Das Hochzeitshaus:
- Support for website relaunches (WordPress, SEO, SEA)
- Creation and implementation of SEO strategy
- Conception of content marketing
- Management of UX optimization and conversion maximization B2C
- Creation of landing pages (WordPress)
- e-Roller:
- SEO, SEA, SEM, content marketing, UX optimization, conversion maximization B2C, affiliate
- Setup and optimization of SEO campaigns
- Conception and management of the (technical SEO) relaunch of the platform (WordPress)
- Technical SEO development of the entire platform (user news area, user forum, marketplace, test video platform)
- Conception and implementation of a long-term SEO strategy
- Conception and implementation of a long-term content strategy
- UX optimization
- Introduction of a professional SEO tool for the team
- Google Analytics integration and analysis
- Setup and ongoing optimization of SEA campaigns
Jan 2009 - Present
16 years 7 months Germany
Co-moderator of the XING regional forum Rhein-Main
- Co-moderator of the XING regional forum Rhein-Main (second largest XING business group in the Frankfurt area)
Aug 2003 - Dec 2009
5 years 5 months Schwalmtal, Germany
Project manager with personnel responsibility
Umweltdienste Bohn GmbH
- IT requirements management including rollout for an in-house data collection and data management software:
- Creation of requirements profile including coordination with specialist departments and executive management
- Market research and evaluation of existing software and reporting to specialist departments and executive management
- Proposal and concept management with selected service providers including evaluation and moderation of the decision-making process
- Project leadership of the rollout
- Project management
- Quality management (internal and external)
- Management of 11 employees
- Ensuring external communication with customers and suppliers
- Coordination of all subcontractors and external service providers
- Management of internal communication
- Project assistance in strategic management
- Management of quantity and resource management
- Creation of cost calculations
- Reporting to executive management
Jul 2002 - Present
23 years 1 monthPR manager (part-time)
Freiberuflich
- Public relations:
- Traditional PR (conception, consulting, press releases, press contacts, etc.)
- PR in Web 2.0 (custom solutions with modern techniques)
- Film production:
- Corporate presentations
- Product films
- Trade show films
- Films for websites
- Web management:
- Website presentation (conception, consulting, realization)
- Content management systems
- Community management
Former press officer
Fachverband Forst
Former leadership role
Jugendarbeit
- Leadership of local groups
- Organization and execution of foreign trips
- Organization and execution of seminars
- Editor-in-chief of the federal association’s magazine
Former member of the parents’ council
Kindertagesstätte
- Led a successful press campaign (against closure of the daycare center)
Former staff member
Landesbund für Vogelschutz
- Public relations
Alsfeld, Germany
Former chairman of the church council
Röm.-kath. Kirchengemeinde Alsfeld
- The church council is a lay body of the Roman Catholic parishes in Germany and advises on the financial affairs of the parish including budget preparation
Germany
Former press officer
Verein „Schöner Ausblick e.V."
- The association advocates for a socially and environmentally responsible implementation of the energy transition
Languages
German
Native
English
Advanced
Education
TU Munich
Diploma in Forestry, focus on wood research · Munich, Germany
Certifications & licenses
Advanced Seminar on Radio Broadcasting
Hanns Seidel Foundation
Digital Marketing and Leadership Program
Google / AVADO
Basic Seminar in Television Journalism
Hanns Seidel Foundation
Basic Seminar in Radio Broadcasting
Hanns Seidel Foundation
Basic Seminar in Newspaper Journalism
Hanns Seidel Foundation
Press Spokesperson Seminar
Hanns Seidel Foundation
W.I.N. Certificate Webmaster
Worldsoft
W.I.N. Certificate eBusiness Consultant
Worldsoft
W.I.N. Certificate eCommerce Consultant
Worldsoft
Public Relations Certificate
Academy of the Bavarian Press
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